History of Traditional Advertising

Oh, I see...
Client Handbook

(traditional and unconventional advertising)

Karel Picha

Content:

- introduction -

Why? ................................................................................................ 1

- research -

Old-dog’s path - the traditional advertising ....................................... 6

History of traditional advertising ......................................................... 8

Types of traditional advertising ........................................................... 9

Approach classification in traditional advertising ................................ 10

The most successful ads ...................................................................... 11

The other way around - unconventional advertising .......................... 12

history ................................................................................................. 13

approach classification ........................................................................ 15

the most successful ads ...................................................................... 16

- conclusion -

Against or together - summary and conclusion .............................15

Why? introduction

Before I will start to write anything about advertising and my “great ideas”, it would be more than appropriate to introduce this term on its own for general public as for example for people like my parents, who never had to think about exact definition of advertising, They just want to concentrate on consumption and just happily buying everything, that is presented to them on TV or on billboards.

The most appropriate way is to search for definition of advertising in Wikipedia which is usually the first source of information which millions of people around the world these days take for granted.

“Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideas, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These messages are usually paid for by sponsors and viewed via various media. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action.”

(http://en.wikipedia.org/wiki/Advertising)

Advertising on its own is broad and complex topic, Which is not only black and white. Although each of us is influenced by advertising in everyday life, not many of us realize, how strongly are we exposed to sophisticated tricks and how products or services are secretly placed in ours minds. As technologies and development go forward, the ways how to advertise are even more sophisticated and more invisible. And this is the point...Today’s technological and sociological state is the dream of every art-director and copywriter. Advertising machine can be much more sophisticated with striking impact on audience as never before. Therefore if we want to work in advertising industry we need more than just an idea. We need to know many of already experienced ways and techniques how to get audience most effectively get involved into product we want to “sell”.

Advertising ways and techniques could be classified into two basic groups. First group forms traditional advertising and second the unconventional advertising. The traditional way how to advertise product, idea or services is little bit more straight forward in comparison with unconventional approach. Good nontraditional advertisement is very delicate and sophisticated approach, which can have great impact and leads to desired success.

The main difference between traditional and unconventional advertising depends on medium which is being used. Basically any advertising way of communication is based on certain media. There is always a media as a bridge between “product” and target audience. Traditional way how to advertise product uses three classical media – Print (magazines, newspapers, billboards, posters), TV and Radio. There is also fourth group which includes so called new media, which are more innovative as a traditional way – here I would like to discuss online media.
Whereas unconventional advertising is a form of atypical communication, which uses any media out of the range of traditional ones - furniture, roads, buildings, sculptures, cars and et cetera.

Even though, unconventional advertising might have great impact, it can be difficult to convince client to go for this atypical form of advertising. Even sometimes unconventional form of advertising can end-up as big failure and for instance well done traditional TV commercial or press campaign can exceed expectations and be much more successful than any of unconventional advertisements.

This is exactly the reason why I have decided to write about traditional and unconventional advertising. Good advertising is very fragile form of communication. It’s almost like a fire - it might provide great service, but also might cause disaster, Especially if un-skilled or non-rigorous hands are at the wheel. Therefore we should get to know and learn as much as possible about all of those forms of advertising, their approaches, advantages and disadvantages, successful and unsuccessful campaigns, etc. And then chose “the best” way for certain purpose.

Hopefully this essay will help me, everyone who has patience for advertising and actually anyone else who wants to know little bit more about this exiting form of communication.

Enjoy...

Old dog’s path - the traditional advertising

History of traditional advertising

History of traditional advertising can be chased as far as to Ancient Rome and Ancient Greece, where papyrus was used as a medium to communicate commercial messages or political campaigns. The first printed advertisement in newspapers appeared in the first half of the 19th century in France. At the beginning of the 20th century first radio stations created another possible way how advertise and target huge audience. And finally TV advertising came into practice in around year 1950. However it was still very traditional form of advertising. Mainly all of the adverts in these three media were very simple announcements where product was simply shown and described without any input of creativity. Basically, something like a “I want to sell a cucumber, I will show a cucumber and I will say, this is the cucumber”

The 1960’s and Julian Koening from DDB agency transformed advertising into a modern vehicle of communication in which creativity appeared as an important drive and unexpected messages made advertisements for consumers more interesting and challenging. The first creatively and innovatively created advertising campaign was the famous one for the Volkswagen Beetle which was made by above mentioned Julian Koening and under supervision of William Bernbach who was one of the founders of DDB. Unexpected headlines such a “Think small” or “Lemon” presents beginning of modern era of advertising. This was start of an era where selling proposition is attached to a product.
Some of these Volkswagen Beetle campaigns are rated as the best campaigns of the 20th century and they helped to form a new era in American advertising, which is known as a Creative Revolution.

Another crucial moment, that has big impact on evolution of traditional advertising happens in early 1980’s and 1990’s. At that time, invention of cable and satellite television and its very fast growing popularization, moved TV as a medium for communication into higher level. TV became important medium for advertisers and a growing amount of TV ads had positive influence on quality and creative input of transmitted ads. Advertising companies have been forced to make a clever and creative TV ads to stand out of rapidly growing amount of TV ads. Demand on creative and innovative approach is higher and higher.
Very good example of one of the most successful TV ads of 1980’s is Apple computer’s campaign “Think Different” created by TBWA.

In around 1982, Internet and world wide web was opened to commerce.
It opened new medium for advertisers and contributed to the "dot-com" boom of the second half of 1990s. Massive increase of hosted internet users from around 50 millions in 1999 to nearly 700 millions users in 2009 changed face of internet. Internet started to be seen as a great advertising medium with almost no limits and attracted majority of advertising campaigns. Website, banners, direct mails and viral videos became the most common forms of online communication. Although advertisers and advertising companies put big importance to the online advertising, it was necessary to conceder actual impact on internet users. According to research processed by comScore. ARS on digital advertising and its effectiveness: Count of “Clickers” (people who click on online ads) in U.S. decreased from 32% in 2007 to 16% in 2009. Apparently this happened as a result of abnormally big amount of daily presented ads on internet and users ability to built up resistance to them. Therefore even online advertising as a relatively new medium had to be relaunched and again creativity became even more important part of online communication. At the begining of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, unobtrusive ads intended to help, rather than inundate, users. This has led to a plethora of similar efforts and an increasing trend of interactive advertising.

Types of traditional advertising

As I mentioned in Introduction of this essay, there are four main types of traditional advertising, which are classified according to medium which communicates requested information to to the targeted audience.

Print
Print advertising is believed to be the hardest medium to advertise at. In comparison with Tv or another medium, there is only one frame, one still picture and one chance to get through as much information in a very simple, understandable and striking way as possible. Traditional print ads include:
Posters: outdoor posters, billboards, big boards, indoor posters, posters placed on vehicles such as buses, cars, trams, trucks, ..etc
Press: mainly newspapers and magazines
Flyers:
.

Radio
In general, standard of radio ads is very low. There is only sound and voice, we can work with and because of missing visuals, it’s actually very difficult to create a good radio ad. And this is possibly the reason why usually creatives don’t invest to much effort into radio briefs and pass the task on junior members of team.

TV
Television and also cinema advertising is very attractive way to advertise product. Professionals usually have 30 seconds to express the idea and make as much effective impact as possible. TV and cinema even stronger are media which have great ability and power to interact with audience and convince general public about that this or that is the most important thing or thought they need to possess.

Online/digital
Internet as a “new medium” is very powerful medium, which provides broad spectrum of possible avenues how to advertise a product. Internet is able to interact with consumer in two-ways communication and in general there are no borders or limits connected to particular country. In practice online adverts are viewable world wide and can reach audience from all around the world. As a disadvantage we can consider huge amount of online ads and more difficult way to deliver particular ad to requested target audience.
Online advertising includes: website, banners, direct mails, online games, social network and online videos (online video ads, viral videos, etc..)

classification of different techniques of traditional advertising

There are many ways how to approach brief’s execution. Although each of them functions well individually, the best results are achieved when two or three techniques are combined and applied together.

Without words: selling proposition is shown in very clear and understandable way, which doesn’t need any explanation (similar approach to silent movies)
Mixing and Matching: combined product with something else to make selling proposition clearer in a single picture
Compare and contrast: comparison of product and something else to make a selling proposition clear and obvious
Repetition and accumulation: used repetition and accumulation to attract attention of selling proposition...repeated lie become truth
Exaggeration: the size of product is increased or decreased, selling proposition is taken literally
Turn it right around: benefits are turned into disadvantages and positives are shown as negatives
Omission and suggestion: the product is replaced with something which highlights the selling proposition
Paradoxes and optical illusions: optical illusion is used to represent product’s feature or attract attention by making the target audience playfully engaged with the ad
Provocation and shock tactics: breaking tabus, provoke and shock or used double meanings to show benefits of product
Playing with time: linked product or selling proposition with history, time itself or future
A change of perspective: used perspective of other creatures, which might be affected by advertised product
Spoofs and parodies: parody stories, fairy tales, movies to bring idea across

The most successful traditional ad campaigns

Volkswagen Beetle

client: Volkswagen campaign: “Think small” agency: DDB (Doyle Dane Bernbach) year: 1959

In the late 1950’s, when Volkswagen Beetle was celebrating success in Europe, German manufacturer decided to bring small, “people’s, nazi car” to U.S. It was very challenging task at that time. Post WW II United States was in the middle of rapidly increasing birth rate which was called baby boom and big cars became required commodity. Americans were obsessed with muscle cars and the idea to sell weirdly looking compact car seemed to be almost impossible.
Volkswagen hired DDB to cover the advertising effort. Julian Koenig with his team fellow Helmut Krone came out with new unexpected solution. They gave a personality to the Beetle and linked the selling proposition with product and created creatively based campaign which celebrates negatives of VW Beetle. Campaign “Think small” point outs how the car is small, not fast and not beautiful, but also highlights that it is so small that doesn’t eat gas, oil and tires to much. It doesn’t need big parking spot and high insurance premiums. DDB turned negatives into positives and made people think. “This rules breaking campaign did more than boost sales and build a lifetime of brand loyalty. This advertising campaign was able to change understanding of a car and changed it into a lifestyle. The ad, and the work of the DDB behind it, changed the very nature of advertising—from the way it 's created to what you see as a consumer today.”

The Marlboro Man

client: Marlboro campaign: “The Marlboro Man” agency: Leo Burnett Co. year: 1955

Philip Morris launched the Marlboro brand in 1924 as a women’s cigarettes. The face of woman’s filtered cigarettes was Miss Marlboro. Typical tea room woman smokes, enjoying her filtered cigarette. Even cigarettes had red filter to hide lipstick stains and launched posters campaign was based on slogan “Mild as May”, but this was about to change in the middle of 1950’s. Scientists revealed major studies linking smoking with lung cancer in early 1950’s. And because men was in general less aware of this imminence, Philip Morris decided to reposition Marlboro - typical woman’s cigarettes as a man’s cigarettes. For this difficult task Leo Burnet and his Leo Burnet Co. advertising agency was hired. Leo Burnet decided to take very brave and hazardous action, which only few of agencies and clients would be dare to make, even, now a days. And he transformed for 30 years known Miss Marlboro to Marlboro Man, and successfully changed not just a sex of figure on posters, but perception of the whole brand. Marlboro - the cigarettes for women to Marlboro - the cigarettes for man.
Leo Burnet was considering image of Marlboro Man as the most masculine figure in America. Who is such a figure? Sailor, Pilot, Race driver, Cab driver and other heroes joined . When suddenly someone said Cowboy... And this was the moment, when Marlboro Man got a face and character, and charismatic cowboy became the Marlboro Man. Marlboro Man campaign became so successful, that the brand went from selling less than 0.25% of the American market in the early 1950’s to being the most popular in around the world in just 20 years.

Miss Clairol

client: Clairol campaign: “Does she, ... or doesn’t She” agency: Foote, Cone & Belding year: 1957

Although almost half of today’s American women in age between 13 to 70 color their hair, it wasn’t always like that.
When Clairol - hair color American producer, came with new revolutionary hair colors, enabling women to dye their hair at home without hairdresser 's presence, only small percentage of women in America were dying their hair.
First half of the 20th century wasn’t very friendly to such process like dying hair. According to ethic rules of that period of time, woman should not to dye her hair. Mainly prostitutes were regular customers of hair salons to dye their hair.
Despite that, Foote, Cone & Belding decided to break these rules. They used model to present organized, successful mother and her daughter as a face of Miss Clairol - the natural hair colors. It wasn’t only the only tabu-breaking action, that appeared on Miss’s Clairol print ads. Still quite strict and conservative American society of 1950’s had very solid attitude to unmarried couples and “love children”. Society did not accept easily If someone had a child without marriage, this was simply considered as faux pas, and such children were called bastards. To see Miss Clairol (instead Mrs. Clairol) - the young attractive and organized mother on the hair color advert was another tabu-braking action.
The last controversial action opened a suggestive question: “Does she, ...or doesn’t She?”
However, Miss Clairol was very successful ad campaign and Miss Clairol Colours sales increased by 413% in six years as more than 50% of U.S. adult women began using hair color, up from 7%.

Absolut Vodka

client: Absolut Vodka campaign: The Absolut Bottle agency: TBWA year: 1981

Although Absolut Vodka was established at the end of the 19th century, it was introduced to global market in year 1979. The Swedish vodka as any other vodka with pure and tasteless contain in a bottle needed to be sold. TBWA agency was meant to be the one who will deal with this quite difficult issue. In early 1980’s, creatives from TBWA got inspiration from general truth in advertising: “If you can sell the product, then sell the product, but if you can’t, then sell the package!” (Twenty ads that shook the world, James B. Twitchell, 2000, p.177) They focused on the bottle, that has been presented as a main character of the campaign and for the first time, two-word copy were used on magazine ad showing bottle of Absolut Vodka with halo on the top and tag-line ABSOLUT PERFECTION. TBWA stayed loyal with this mock-up and during years, came out with such ads like for example ABSOULUT WARHOL, ABSOLUT MAGNETISM, ABSOLUT ROME, etc. Absolut magazines ad campaign became a culture. According to Ad Track this campaign is rated among the top print ad campaign ever. Sales increased for around 14,000% in 15 years, Absolut became the best-selling imported vodka and the bottle itself is recognized all around the world. Absolut Vodka became a symbol.

Apple

client: Apple Computers campaign: Apple’s 1984 agency: Chiat/Day, Venice year: 1984

Apple computers was about to introduce first Macintosh in 1984. In that time IBM computers were already on the market and in general IBM was the only producer of personal computers. Macintosh wanted to be unique response to uniformed IBM’s leading position on market.
Apple hired Chiat/Day agency to produce TV commercial announcing the day when Macintosh will be introduced to the world. The agency decided for very interesting approach.
Computer was not shown nor something which could signify a computer. They focused on message it self and on the selling proposition. In fact, that Apple Macintosh wasn’t meant to be presented as a machine, but as a style.

plot:
“The commercial opens with a dystopic, industrial setting in blue and gray tones (IBM corporate colours), showing a line of people (of ambiguous gender) marching in unison through a long tunnel monitored by a string of telescreens. This is in sharp contrast to the full-color shots of the nameless heroine (Anya Major) who has appeared to rescue them. She looks more like an Olympic track and field athlete than a soldier, as she is carrying a large brass-headed hammer and is wearing an athletic "uniform" (bright orange athletic shorts, running shoes, a white tank top with a cubist picture of Apple’s Macintosh computer, a white sweat band on her left wrist, and a red one on her right).
As she is chased by four security guards (presumably agents of the Thought Police) with black riot-police uniform, helmets with visors covering their faces, and armed with large night sticks, the heroine races towards a large screen with the image of a Big Brother-like figure (David Graham, also seen on the telescreens earlier) giving a speech:

“ Today, we celebrate the first glorious anniversary of the Information Purification Directives. We have created, for the first time in all history, a garden of pure ideology - where each worker may bloom, secure from the pests purveying contradictory truths. Our Unification of Thoughts is more powerful a weapon than any fleet or army on earth. We are one people, with one will, one resolve, one cause. Our enemies shall talk themselves to death, and we will bury them with their own confusion. We shall prevail!”

The heroine, now close to the screen, hurls the hammer towards it, right at the moment Big Brother announces, "we shall prevail!" In a flurry of light and smoke, the screen is destroyed, shocking the people watching the speaker.
The commercial concludes with text which reads: "On January 24th, Apple Computer will introduce Macintosh. And you 'll see why 1984 won 't be like 1984. " The commercial ends with the Apple logo being displayed after the narration.”

( www.en.wikipedia.org/wiki/1984_(advertisement) )
Apple’s 1984 commercial shows the unnamed heroine to represent the arrival of the Macintosh to save humanity from conformity. These images were a reference to George Orwell’s novel, 1984, which describes a dystopian future ruled by a broadcasted Big Brother, constant surveillance. The marching humans have direct parallel to marching humans in the opening scene of dystopian film Metropolis.
Creatives from Chiat\Day reached big success with the approach of advertised selling proposition without showing a product and with linking story to scenes from notoriously known novels. “1984” commercial was 7 times awarded and helped to Apple Computer to create and develop admired free-minded and progressive aura around the whole brand.

Writing about 5 selected the most successful campaigns ever and seeing all the different kinds of approach, made me notice, that there is one little thing in common for all of them.
Every mentioned campaign was more or less unusual for the certain period and took big portion of braveness to bring these campaigns to life. Creative teams, but also even clients took a big risk. They weren’t afraid of new, untested, sometimes shocking and controversial ideas. As we can see their braveness and a will to risk were rewarded with big success.

The other way around - unconventional advertising

The number of brands increased around 14 times in the last 20 years. People are overloaded with advertising: each of us is exposed to around 1 500 brand messages a day. Television, billboard and press have became just a background noise of consumer’s daily life. Therefore professionals have been forced to find new, not-overcrowded “yard” for communication with consumer. They had to start to think of another possible medium out of range of traditional media as TV, billboards, press and internet.

Advertising moved from television and billboards in to the streets. Pavements, walls, social networks, word of mouth, interaction with actual product, hand-to-hand communication and others became new way for communication between consumer and product. Non-traditional campaigns are unexpected, unconventional and potentially interactive. Another typical character for non-traditional advertising is to get maximum results from minimal resources.
Non-conventional advertising doesn’t have only positives. The biggest considered disadvantage of non-conventional form of advertising is relatively small group of potential viewers on the limited territory (e.g. non-conventional campaign in Birmingham will have impact mostly on people living in Birmingham, etc...). Sometimes, if campaign is enough striking, un-expectable or shocking, it can exceed limited location for example through report on TV, internet or press.

History
Non-conventional advertising also known as Guerilla, Ambient or Outdoor advertising is widely known for relatively short time.

In 1984, one of the most respected ad professionals of the 20th century Jay Conrad Levinson published Guerilla Marketing book, where 'unconventional ' marketing tools and ideas of “big advertising results with little investment” are described. Although Levinson’s ideas of non-conventional advertising were published in 1984, society started to be aware to such a way of communication in the mid of 1990’s. At that time traditional media were going through big changes. Multi-channel television has fragmented consumers viewing habits and new technologies as Internet, mobile phones and instant messaging changed people’s relationship with media from pasive to active. Advertising agencies had to take action and start to look for new forms of communication. The form of communication that engage comsumer more actively.
Regular non-convetional campaigns started to appear on market from the begining of the 21st century.
Advertising agencies are changing and ss a result of fast moving development of new technologies, major ad agencies are setting up brand new departments focused on non-clasical media.

Drivers and techniques of non-conventional advertising

There are four considered driving forces as a way of effective connection of product with consumer in non-conventional advertising:

Proximity: getting closer and more personal
Exclusivity: going where the competition does not exist
Invisibility: moving the brand to the background
Unpredictability: catching consumers unnoticed

There are also certain ways, that meet one or more of the driving forces and help to approach brief’s execution. As the same as traditional advertising techniques, the best results are achieved when two or three techniques are combined and applied together:

Intrusion: using places or objects as a carriers of messages
Transformation: the physical alteration of something what is real
Installation: installation of something
Illusion: communication that distorts our perception of what is real
Infiltration: the use of people to penetrate an area
Sensation: information conveyed through the senses
Stunt: a difficult, unusual or dangerous feat

Examples of advertising

Thanks to the relatively short period of time when non-traditional advertising is being used not many studies about it’s effectivnes have been done. In that case the most effective way how to introduce some of great non-conventional campaigns with unique approach, is to show them...

Before it will happen so, at least two of non-conventional campaigns should be closely described. Pioneers of own time.

The first one is very first pioneer in non-conventional advertising, that took place in America in 1920’s - long before Levinson published his Guerilla Marketing book.
There is only one person behind that. It’s a Edward Bernay 's - American nephew of Sigmund Freud. Edward Bernays was the man who “made American women smoke” in 1920’s. Attracted to his uncle’s theories of masses, mass persuasion and manipulating masses unconscious, he established small PR office and started to wonder if he could apply those theories in commerce. When one of his first clients George Hill ask him to break tabu against women smoking on public. He took it as a chance of his first experiment. At the first stage, he asked what cigarettes means to women. According to psychologists, cigarette as a symbol of man’s penis symbolize men’s power.
He persuaded group of women to join annual Eastern day parade in New York. He instructed them to light up their hidden cigarettes at certain time. Meanwhile he informed press that he heard that there is going to be group of suffragist ready to protest by lighting up cigarettes as a “Torches of Freedom”. Journalist took pictures of protesting women and whole “incident” appeared in several newspapers. This action made women to think that smoking makes them independent and more powerful. And from that time sales of cigarettes to women icreased dramatically.

This one is the pioneer of beginning of non-conventional communication in 1990’s. Film “The Blair Witch Project” (1994) and its promotion. Movie start with a tagline: “In October of 1994, three student filmmakers disappeared in the woods near Burkittsville, Maryland, while shooting a documentary. A year later, their footage was found.”
In fact, this fiction documentary was work of film students with budget of $50,000. They created website devoted to the Blair Witch, where they started to spread stories about lost kids in the forest and after while they managed to create a legend. People believed to all of the myth and when the film was screening no one had doubts about authenticity of the tape and about the whole story. The film grossed incredible $250 millions worldwide.

Even though non-conventional advertising celebrate huge boom, it would be wrong to think, that it’s more imortant or it’s over-taking traditional form of advertising. Clasical media as a television, press, billboard and internet are still most often concidered media to reach consumer’s attention and “sell” a product. We should put the same attention to both of ways of communication and learn from each other. Get inspired from non-traditional techniques and apply them to traditional media, or the other way around...

Conclussion:

This essay helped me to realize: Even if we will go with traditional or non-conventional way It doesn’t mater what approach is used to pass information on audience. The idea itself is much more important. We need the ability to recognize actual desires and needs of target audience and get to know our consumers, locate their desires and needs. And then overall not to be afraid to take a risk, be controversial and innovative.

The last thing I have realized from writing this essay and for me the most important at all. Teach your client!! We should forget our creative’s ego when we go to client. Yes indeed, we are right, when we say: “..the bloody client has no clue about advertising and he is trying to teach me what I should do”. But the fact is, the most of great ideas fail on client’s decisions.
Have we tried to find a solution to avoid this? Usually client really have no idea about advertising at all. What if he would know little bit more? What if we would tell him something about advertising and its history? Would he be still afraid to take a risk while knowing about all of the successful campaigns, that brought millions of dollars to client’s pockets...?!

References:

Pricken Mario, 2002. Creative Advertising. New York: Thames & Hudson.

Twitchell James B.(2000). Twenty ads that shook the world: Three Rivers press. ISBN 0-609-80723-4

Pete Barry (2008). The Advertising Concept Book - Think Now, Design Later: Thames & Hudson. ISBN 978-0-500-51405-4

Tom Himpe (2006). Advertsing is dead Long life advertising!: Thames & Hudson. ISBN 978-0-500-28687-6

Gavin Lucas, Michael Dorrian (2006). Guerilla Advertising: Laurence King. ISBN 1-85669-470-4

Waren Berger. “Unconventional advertising”: Communication Art, March/April 2007. p.68-75

Jerry W. Thomas. “Advertising Effectiveness By Jerry W. Thomas”. www.decisionanalyst.com

Jeff Cox, Doug Crang, Andrea Vollman (2010). “When advertising goes digital”. www.comscore.com

“Advertising”. www.en.wikipedia.org

References: Pricken Mario, 2002. Creative Advertising. New York: Thames & Hudson. Twitchell James B.(2000). Twenty ads that shook the world: Three Rivers press. ISBN 0-609-80723-4 Pete Barry (2008). The Advertising Concept Book - Think Now, Design Later: Thames & Hudson. ISBN 978-0-500-51405-4 Tom Himpe (2006). Advertsing is dead Long life advertising!: Thames & Hudson. ISBN 978-0-500-28687-6 Gavin Lucas, Michael Dorrian (2006). Guerilla Advertising: Laurence King. ISBN 1-85669-470-4 Waren Berger. “Unconventional advertising”: Communication Art, March/April 2007. p.68-75 Jerry W. Thomas. “Advertising Effectiveness By Jerry W. Thomas”. www.decisionanalyst.com Jeff Cox, Doug Crang, Andrea Vollman (2010). “When advertising goes digital”. www.comscore.com “Advertising”. www.en.wikipedia.org